Skip to content
Close
GET IN TOUCH
GET IN TOUCH

Reimagining the Group Planning Experience for Full-Service Hotels

"By redefining our groups and meetings offerings, we’ve been able to create a more seamless experience for event planners, driving increased loyalty and satisfaction."

VP of Meetings and Events Strategy
OPPORTUNITY
As part of its broader growth plans in the full-service hotel category, our global client was looking to redefine its groups and meetings offerings across its portfolio of brands, aiming to significantly enhance the event planner experience and increase brand loyalty.
  • 01 APPROACH
  • 02 MAKING MOVES
  • 03 DELIVERING VALUE
Our strategy involved a multi-dimensional analysis that blended internal and external information. We married insights from interviews with internal leaders and customers, with findings from extensive desk research and competitive shopping. The synthesis of this information produced a competitive positioning assessment that served as the base for a set of six signature moments that sit at the balance of moon-shot ideas and practical day-to-day tactics.

Our client engaged MODIV to help them pinpoint the groups, meetings, and events whitespace opportunities available for full-service hotels. Our goal was to leave them with the multi-brand activations and focus areas that would allow them to realize the opportunities in only the way they were capable of.

This meant introducing new service concepts aimed at streamlining the planning and execution processes for event planners, while also reimagining the digital experience across the planning journey. It also meant developing concepts that delivered memorable experiences through enhanced food and beverage services and a unique loyalty program tailored specifically for the sector. These tailored solutions were strategically focused on driving brand awareness, repeat business, and overall satisfaction with the differentiation these concepts created.

The integration of feedback and competitive insights, led to a recommended set of concepts and a reimagined approach to service that prioritized convenience, transparency, and integration of loyalty benefits.

This forward-thinking approach targeted tangible business outcomes, including a projected increase in bookings due to improved client loyalty and satisfaction. Additionally, competitive positioning within the full-service hotel sector was considered, leading to increased market share, while strategic partnerships were recommended to enrich the customer experience beyond our client’s current capability set.

This holistic approach has moved our client towards new benchmarks against its group, meeting, and events customers.

MEASURABLE RESULTS
27 customer and expert interviews translated into a commercially inspired activation plan
6 differentiated novel offering designs, validated by customers, and blueprinted out for execution by full-service brands and commercial teams
3 internal projects initiated because of the recommendations, all focused on moving toward the commercial outcomes set by our client’s full-service strategies

Ready to evolve? Let's chat.